While pressure-sensitive adhesive suppliers may know their customers' needs, understanding the needs of their customers' end users is just as important. By focusing on converting and application requirements, adhesive suppliers can broaden their offering potential, as well as their profits. It may be useful to begin by differentiating the meaning of the term "end user" as it relates to this discussion. While an adhesive supplier may regard their customer as the "end user", that customer has a very different point of view. To them, the "end user" refers to the company supplying a consumer with a finished product. For example, an adhesive supplier may sell products to a company that produces label stock. To the adhesive supplier, the label stock company is the "end user"; and the label stock company may regard a specific consumer goods manufacturer as the end user. However, all parties involved understand that the consumer is the true "end user", and that product design must begin and end with them in mind.
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